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Looking to get consumers talking about Guinness, BBDO New York created a point-of-sale campaign and made the QR code cup. The QR code was designed to work only if the cup was full of Guinness, a lager or pilsner just wouldn’t do. Fill the glass with Guinness, however, and the code is activated. Drinkers could use the QR code to download exclusive content or broadcast social media messages via their cup.